User behavior analysis. What are behavioral factors?

Behavioral factors - in general, this is a set of certain user actions that are performed during interaction with the site and beyond it.

Accordingly, the analysis of behavioral factors is a set of activities for analyzing these actions.

The purpose of this analysis is to identify certain patterns in user behavior that affect the quality of interaction with the site. Based on the data obtained, conclusions and hypotheses are formed that allow identifying pain points and solving problems with usability, low conversion rates, etc. In addition, search engines take into account the quality of behavioral factors when ranking a site.

1. Before and after visiting the site;
2. Direct interaction with the site during the visit;
3. Repeat visits;

The first group (before going to the site), this group of factors includes such indicators as: 

• CTR (in simple terms, this is the ratio of clicks on your snippet to the number of impressions in the search results). An important role in this indicator is played by the quality of your snippet, its attractiveness and relevance to the user's query.
• Entry pages: that is, the main pages that the user lands on when going to the site, mainly at this stage the relevance of the page content to the user’s search/advertising queries is analyzed
• Traffic sources (search/advertising queries), as in the previous point, at this stage the relevance is analyzed, that is, the user must get to the page with the information that he expects to see

The second group (interaction with the site and its elements during the visit). This group has many factors for analysis, from technical aspects such as devices used, browsers, and screen resolutions to the analysis of click maps, scrolling, sales funnels and user visit records.

The third group (repeat visits): at this stage, both visits without achieving goals and visits of users who performed the target action are analyzed.

To analyze all these factors, both software and statistics collection systems are used, which the site owner connects to track statistics.
Among the most popular systems for collecting statistics is Google Analytics, in the Russian-language segment it is Yandex.Metrika. For a full analysis, you will also need a statistics collection system with the ability to view click maps, scrolling, and user visit records (Google Analytics does not have this functionality)

Such systems are: Hotjar, Microsoft Clarity (absolutely free), Lucky Orange and others. For the Russian-speaking segment, this functionality is available in Yandex.Metrika, but a significant drawback is that when viewing click and scroll map data, the page display does not switch from the desktop version to the mobile version, and the data is generalized

Further in the articles we will analyze all the main analyzed parameters of the audit section “Behavioral factors analysis”